Close to a decade of experience as a copywriter has taught me one thing – it’s more than just about writing. It’s all about the big idea. At the same time, it has also driven home one very important truth; every writer is only as good as his last campaign, which is why I truly believe that behind every first idea is a better one trying to break out.

Bearing this in mind, I always strive to go beyond the expected to explore different and sometimes new ways to get a message across – whether it’s online, print, television or indeed an integrated platform. As someone once said, “Ideas are no longer about just thinking out of the box. It’s about discarding the box altogether.”